Pengaruh Hedonic Shopping Motivation dan Electronic Word of Mouth (Ewom) terhadap Impulse Buying pada Pengguna E-Commerce Shopee di Kecamatan Medan Tuntungan dengan Positive Emotion sebagai Variabel Intervening

Abstract

This study aims to identify and analyze the effect of hedonic shopping motivation and electronic word of mouth on impulse buying through positive emotion among Shopee users. This research is associative in nature using quantitative data. The population consists of Shopee e-commerce users, with a sample of 155 respondents. The sampling technique employed was purposive sampling, with criteria requiring respondents to have shopped on Shopee for at least one year. Data were analyzed using the Structural Equation Modeling (SEM) method with Smart PLS version 4.0 as the analytical tool. The results show that hedonic shopping motivation has a direct positive and significant effect on positive emotion and impulse buying; electronic word of mouth has a direct positive but insignificant effect on positive emotion and impulse buying; and positive emotion has a positive and significant effect on impulse buying. Indirectly, hedonic shopping motivation has a positive and significant effect on impulse buying through positive emotion, while electronic word of mouth has a positive but insignificant effect on impulse buying through positive emotion.